Snoop Dogg - 'Ego Trippin' (Geffen) Released 31/03/08

Definitely on his own ego trip, Snoop Dogg returns with his ninth studio album - and what a varied event it is. One of the most influential voices in music today, Snoop has declared that this release is the result of his personal influences and creative flyness. It’s the album that he’s always wanted to make. With more crossover appeal than a Tim Hardaway full court press, even genres such as country, electronica and Raphael Saadiq’s gospeldellic can’t escape the clutch of the Doggfather’s paws.

Listen with care or face the consequences. Skimming through this album is not an option. Because of its non-trademark Snoop Dogg sound, the odd listen here and there will in no way, shape or form help you grasp how good an album this actually is. While it doesn’t quite live up to the classic status that some of his previous work has, its care-free approach puts it on par creatively with the likes of Outkast’s 'Speakerboxxx/The Love Below' and Sa-Ra’s 'The Hollywood Recordings'.

Opening in traditional g-funk fashion, 'Press Play' hears Snoop team up with longtime collaborator Kurupt to get gully on what can only be described as the album’s tightest production moment. Everything from the horns to the crying sample gift the track with the perfect ingredients to help mould a watertight introduction, of which any emcee in the game today would gladly give their right arm for. In fact with tight production throughout, 'Ego Trippin’ rarely misses its mark.

'Neva Have 2 Worry' is a biographical offering where Snoop spits lines like, “And the critics hated on me ‘cause I went to the south/ Said I wasn’t gonna shine I’d be left for dead/ Switched sides now my old boss wants me dead” - talking of course about his famous feud with Death Row Records CEO Suge Knight after his split from the label to move to Master P’s No Limit Records, and, "1992 ‘Deep Cover’ hit the world and fell in love with Snoop/ ‘Doggystyle’ came out it’s like I dropped the bomb/ One of the greatest hip-hop records of all time.” Giving an insight in to the life of rap’s most famous rapper, this song stands out as quite possibly one of the best of Snoop’s career.

Other stand out moments include of course the first single, 'Sexual Eruption' and Snoop’s twisted Hollywood tale 'Deez Hollywood Nights', on which he runs down his imaginary, or not, one night stands with the ladies of Hollywood. The feel-good piano arrangement, courtesy of producer Nottz, plays like a song from a hip-hop musical. There’s also the Neptunes produced 'Sets Up'. Featuring Pharrell, the one two knockout punch that Snoop and his V.A. homie have always possessed shines brightly once again.

Sitting at 22 tracks in length, the only slip ups come when Snoop decides to add some unnecessary moments to his trip. “My Medicine” is a dedication to the King of country music, Johnny Cash, but somehow sounds like perhaps he’s trying a little too hard. The song just sounds forced. With more good than bad, Snoop just needs to cut away the fillers and move forward with a shorter but much smoother offering. He’s the man who can change with the times and still stay relevant. 'Ego Trippin’ is without doubt a dope addition to the Snoop Dogg back catalogue. It’s just on a different artistic stratosphere. Fo’ shizzle…